Софийски университет "Св. Климент Охридски"

The Faculty of Economics and Business Administration at Sofia University „St. Kliment Ohridski“, in collaboration with the Training and Qualification Center at Utilities Services and the Pro. Utilities Club Association, announces a student competition titled "How Does Sofiyska Voda Communicate with Consumers? Marketing Analysis and Improvement Proposals."

The initiative is officially supported by Sofiyska Voda AD, part of the Veolia Group, within the framework of World Water Day.

The competition aims to encourage both academic and applied research on the communication strategy of Sofiyska Voda AD and to inspire students to propose innovative marketing solutions for improving the company's interaction with consumers. This platform offers young professionals the opportunity to analyze real business practices, demonstrate analytical and strategic thinking, and propose practical improvements in marketing communication.

Competition Objectives:

• Evaluate the current marketing and communication approaches of Sofiyska Voda and their impact on consumers.
• Develop improvement proposals based on best practices, digital trends, and modern communication strategies.
• Encourage students to explore alternative communication models and present innovative ideas.
• Generate ideas that could be implemented in real business practices to enhance consumer experience and communication efficiency

1. Who Can Participate?

• Third- and fourth-year undergraduate students in economic/management disciplines.
• Master's students studying economic/management disciplines at the Faculty of Economics and Business Administration.
• Students can participate individually or in teams of up to three members.

2. Communication and Marketing Plan of the Sofiyska Voda Operator in a Natural Monopoly Environment

As a natural monopoly, Sofiyska Voda must ensure that its communication strategy focuses on transparency, efficiency, and public trust. Its main goals include consumer awareness, crisis management, and public engagement in the sustainable use of water resources.

Communication Plan:

• Information dissemination through website, social media, mobile apps, and customer service centers.
• Crisis communication with rapid response in emergencies via digital and traditional media.
• Public engagement through educational and environmental initiatives focused on sustainable water management.

Marketing Plan:

• Reputation and transparency built through regular and open communication with consumers.
• Digitalization via online services, e-billing, and automated customer solutions.
• Educational and social projects to raise awareness and promote public responsibility.

The focus of the analysis is to assess existing communication and marketing practices and propose realistic improvements to enhance consumer interaction efficiency.

3. Project Proposal Format – Minimum Requirements:

We expect a creative and/or innovative idea aimed at improving the company's relationship with consumers, targeting different consumer groups in Sofia. The project should follow the format below:

1. Summary (up to 300 words)
2. Objective (up to 50 words)
3. Target Audience (up to 200 words)
4. Analysis of Existing Communication (up to 500 words)
5. Improvement Proposal (up to 2000 words)
6. Planned Activities (up to 2000 words)
7. Expected Results/Indicators (up to 3000 words)
8. Indicative Budget (in table format)
9. Visualization (logo/slogan)
10. Video Message (up to 30 seconds) – optional

4. Evaluation Criteria:

(Maximum score: 60 points)

The project proposals will be assessed based on two main components:

1. Analysis of Sofiyska Voda’s existing communication with consumers
2. Improvement proposal based on the analysis

Each project will be evaluated according to the following criteria:

I. Analysis of Existing Communication (Maximum: 30 points)

Scope and Depth of Analysis (10 points)

• 10 pts – Comprehensive analysis covering all major communication channels (website, social media, PR campaigns, customer service centers, etc.), including a justified assessment of their effectiveness and identified challenges.
• 7 pts – Covers key communication channels but lacks an in-depth assessment of all aspects.
• 5 pts – Examines only a limited number of channels, with gaps in effectiveness evaluation.
• 3 pts – Superficial and fragmented analysis without clear justification.

Methodology and Justification (10 points)

• 10 pts – Uses reliable evaluation methods (surveys, benchmarking, comparative analysis, SWOT, etc.) with well-founded conclusions.
• 7 pts – Partially structured methodology with justified conclusions.
• 5 pts – Weakly structured methodology with unconvincing conclusions.
• 3 pts – Lacks methodology or uses an inadequate approach.

Identification of Key Issues and Challenges (10 points)

• 10 pts – Clearly formulates key problems in Sofiyska Voda’s communication, supported by evidence (public sources, consumer feedback, etc.).
• 7 pts – Identifies major issues but lacks supporting evidence for all.
• 5 pts – Highlights only some communication challenges with limited analysis.
• 3 pts – Superficial analysis with overly general statements.

II. Improvement Proposal (Maximum: 30 points)

Practical Feasibility (10 points)

• 10 pts – Proposals are concrete, fully implementable, and adapted to the water utility industry.
• 7 pts – Proposals are feasible but not fully tailored to the sector.
• 5 pts – Some suggestions are impractical or unrealistic.
• 3 pts – Proposals are unclear, theoretical, or difficult to implement.

Innovation and Creativity (10 points)

• 10 pts – Includes innovative solutions such as digital tools, new communication channels, or interactive approaches.
• 7 pts – Proposes new ideas but based on existing practices.
• 5 pts – Limited innovation, with minor adjustments to current strategies.
• 3 pts – Lacks novel ideas.

Clarity, Logical Structure, and Coherence (10 points)

• 10 pts – Proposals are well-structured, logically linked to the analysis, and clearly presented (Objectives → Activities → Expected Results).
• 7 pts – Well-argued but lacks detailed connection to the analysis.
• 5 pts – Contains logical inconsistencies or unclear elements.
• 3 pts – Disorganized and difficult to understand.

5. Application Deadlines:

• Competition Launch: February 17, 2025
• Submission Deadline: March 13, 2025

6. Prize Fund & Presentation Ceremony:

The winning projects will be invited to present their work during the World Water Day educational forum:
March 20, 2025 (Thursday) – Discussion Forum: "Water Stress – Consequences and Challenges"

Prizes:

First Prize: 500 BGN
Second Prize: 300 BGN
Third Prize: 150 BGN

7. Submission Format & Contact Information:

Format: Word document, font size 12 pt, line spacing 1.5 pt.
Video (optional): Provide a link to the video file, accessible for at least one month.

Send submissions to: office@utilities-services.com
Deadline: March 13, 2025, by 17:30.